Purchase Intention of Indian Customers in Omnichannel Retail: Development of Conceptual Framework and Empirical Analysis

Abstract

The rise of the Internet technology and other technological breakthroughs in the last decade have altered the retail landscape. An ever-increasing number of outlets is emerging, causing purchasers' preferences and buying habits to shift. Customers can shop across channels from any place using an omnichannel method, which enables real-time collaboration and provides customers with an engaging, complete, and consistent purchase experience that bridges the lying channel gap in between. The objective of the study is to figure out what influences omnichannel purchasers' behavior by recognizing and aiming to use technological advancements within the purchasing cycle. To that end, a new framework was conceptualized based on factors, Social Influence, Habits Influence, Hedonic Motivation, Personal innovativeness and perceived security. The impact of these factors on the purchase intentions of customers in the omnichannel retail was analyzed using the data of sample size 314. The results of the study confirm positive influence of all factors mentioned in the framework on customers purchase intention in omnichannel retail. The study concludes with important implication for both scholarly field and practitioners beside mentioning its limitations.